Case Study: Listerhill Credit Union

July 19, 2021 by Libby Kane

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How Listerhill Credit Union used pandemic-induced digital adoption to propel their digital innovation with Apiture.

About Listerhill

Founded in 1952, Listerhill Credit Union is Headquartered in Muscle Shoals, Alabama, and serves approximately 100,000 members across northwest Alabama and Central Tennessee. The growing credit union offers a number of banking services to their members including checking and savings accounts, loans, and credit cards. Listerhill’s digital channels have been powered by the Apiture Xpress digital banking platform for over eighteen years. The credit union’s director of ecommerce, Jenny Casteel has been with Listerhill for over thirty-two years and currently supports all digital channels, the contact center, call system, and more. We spoke with Jenny about Listerhill’s growth, their digital adoption, and experience working with Apiture.

A focus on digital innovation

Since the beginning of 2020 and the impact of the global pandemic, Listerhill, like many other financial institutions was forced to quickly re-think their member experience. When the pandemic onset, Listerhill closed their branches and saw a swift increase in digital adoption. Throughout 2020, they reported an increase in adoption and usage across every one of their digital channels. With the branch lobbies closed and the introduction of government supplemented checks, Listerhill’s mobile check deposit usage quadrupled since the beginning of the pandemic. 

“We closed all of our branch lobbies which pushed people towards our digital channels and we saw a spike in usage in every one of those channels.” – Jenny Casteel.

In addition to the Covid-19 – sparked growth, Listerhill also has plans to expand their geographic presence. Over the next few years, Listerhill will expand into Limestone County in north Alabama and Spring Hill, TN to further increase their member base. With all of this growth, the credit union’s key goals are to continue to focus on their digital experience, specifically in growing their member base through their digital channels.

Custom Development Request

Financial institutions know their members and customers best and can many times identify the right digital partner for their users’ needs. Apiture’s custom development team works alongside financial institution customers to learn more about their needs and then develop a solution that fits within the institution’s request and timeline.

As Listerhill looked for ways to continue to expand their digital presence, the credit union determined the need to work with a third party digital account opening and lending partner.

In 2020, Listerhill approached Apiture about the opportunity and Apiture worked with their partner vendor, Terafina, to create an integration that would work specifically for Listerhill’s needs, all by the end of the year. “Now, with the integration in place, our members can apply for a loan, apply for credit card, or open an additional account through our online and mobile applications. The process has gone very well,” Jenny said. Now, the account opening integration is also being leveraged in-branch. The front-line staff including, tellers, call center, and lenders are now able to help members with their digital onboarding allowing them to develop even better relationships with new and existing members.

Mobile Experience

When asked how important mobile experience is to Listerhill, Jenny replied, “It’s the most important – we want our mobile app to do it all!”. A sentiment that is shared by many financial institutions, as well as the Apiture team. In 2020, Apiture developed a new mobile application experience for bank and credit union customers, built entirely in-house. The new experience emphasizes key design elements to enable a more fluid user adoption and experience and allows for more configuration options for the financial institution.

Listerhill Credit Union rolled out Apiture’s mobile experience to their members in June 2021. Jenny commented on the adoption, “So far we’ve had a lot of positive feedback on the new mobile experience. I’ve even been contacted at home in the evening from members and employees telling me how much they enjoy the new application.”

While the release is still new for the credit union, the team at Listerhill is also looking forward to the flexibility and customization now possible from having a mobile application that is newly built and offered directly from the Apiture team.

A dependable channel

With the growing number of digital banking solutions on the market, Listerhill has stayed with Apiture for fifteen years because of it’s “dependability.” “It’s a dependable channel for us – the platform very rarely experiences any downtime, and when there are any issues they are usually out of either of our control.” Jenny said, commenting that they feel like Apiture has been a great partner allowing Listerhill to continue to grow and scale.